Business Education Standards
Marketing

 

MARKETING education introduces students to the processes and functions involved in transferring business products or services to a consumer. The study of marketing in grades K-14 can help students gain a clearer picture of how key business functions, such as accounting and finance, are directly related to marketing activities. In addition, taking marketing courses may inspire students to study marketing at a more advanced level, which can be a springboard for a challenging and lucrative career. As a major business function, marketing impacts the American economic system as well as the international economy. There are at least two major principles related to marketing that all students should understand:
  • General marketing concepts are important to everyone since they impact individuals, business, and society.
  • Even though marketing practices continue to change, the conceptual framework, which is built upon a consumer orientation, should not be noticeably altered.
Marketing exists within an environment of rapidly evolving technology, interdependent nations and their economies, increasing demands for ethical and social responsibility, and constant change. These themes are fully developed and integrated within the major elements of marketing presented in these standards.

Below is an overview of the achievement standards for the marketing content area. Each achievement standard states the understanding and competency students should attain. Each achievement standard has corresponding performance expectations. Each performance expectation delineates what students need to do to exhibit the knowledge and the skills required to meet the achievement standard. The corresponding performance expectations for each achievement standard are detailed in the publication.
 

I. Foundations of Marketing
Achievement Standard: Recognize the customer-oriented nature of marketing and analyze the impact of marketing activities on the individual, business, and society.
 
II. Consumers and Their Behavior
Achievement Standard: Analyze the characteristics, motivations, and behaviors of consumers.
 
III. External Factors
Achievement Standard: Analyze the influence of external factors on marketing.
 
IV. The Marketing Mix
Achievement Standard: Analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process.
 
V. Marketing Research
Achievement Standard: Analyze the role of marketing research in decision making.
 
VI. The Marketing Plan
Achievement Standard: Describe the elements, design, and purposes of a marketing plan.

From the National Standards for Business Education © 2001 by the National Business Education Association, 1914 Association Drive, Reston, VA 20191.
 


Resources
 
Publications
Business Education Forum, Class Acts, Creative Teaching Ideas, Creative Teaching Ideas for International Business, Internet User's Guide & Activities, The International Business Dictionary & Reference
 

Web Sites
Marketing on the Internet


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